In other words you can start by, “keeping it fresh.” Not only should your content be relevant to your audience, it should also be current and new. Don’t just keep your audience informed. Rather, keep them interested by educating them with new content. And by new content I don’t just mean verbiage. You can introduce new images, a new font or perhaps an additional splash of color here and there.
Above all pay attention to your Google Analytics data. By reviewing what content and pages your viewers are visiting you can adjust the position of your most important pages in your navigation menu.
In addition you can also refresh or redesign the home page of your website. But remember to introduce any new design elements or aesthetics to the rest of the website as well. Overall flow and consistency is key.
Similarly if you audience or clientele changes, it is an absolute necessity that your website needs to change along with it.